The Growth Channel

Here's how to meet the Gen X mandate

by Anna Yakovenko and Mouli Chakravarty

Wedged between baby boomers and millennials, the small Generation X—those between the ages of 37 and 52—is often forgotten.

Yet this demographic holds significant decision-making power: Many Gen Xers serve as caregivers to their parents and children and influence many of their family's important health care decisions. Nearly three-quarters of Gen Xers identify as chief health decision-makers in their families.

Planners therefore risk losing the business of boomers, millennials, and Gen Xers if they overlook Gen X in their care strategy. Read on to learn about this demographics' defining characteristics—and three ways you can meet the Gen X mandate.

1. Appeal to consumers with virtual visits for family members

We've found that Gen Xers are particularly interested in virtual visits offerings, both for themselves and their loved ones. Our Virtual Visits Consumer Choice Survey found that 72% of Gen Xers indicated they would consider using a virtual visit for their sick parent, and 87% for a sick child.

Check out our new infographic to learn more about consumer preferences for virtual visits.

2. Leverage a multiplatform marketing strategy

Another defining characteristic about Gen Xers is that they don't shy away from searching for health care information—whether via online reviews or talking to friends. This gives growth strategists several options to capture the business of this demographic.

But a high-tech marketing strategy alone won't be enough: Unlike younger millennials, Gen Xers still use traditional mediums such as TV commercials, in-office brand materials, and print advertisements when making judgements on provider quality.

Therefore, it's important that planners not forget about traditional marketing mediums. One often-overlooked option that appeals to all generations is a word-of-mouth strategy. To promote friend and family referrals, enlist your past and existing patients to serve as program ambassadors that can emphasize your patient-centric care offerings and encourage self-referring Gen Xers to pick you.

3. Prioritize fast access

Gen Xers, who are often in the height of their careers, want fast access–just like their millennial counterparts do. Our Primary Care Consumer Choice Survey revealed that three of Gen Xers' top five primary care priorities regard enhanced access, including being seen within 30 minutes of walking in for an appointment and having 24/7 access to a provider. Providers looking to improve access and earn Gen X's business should explore online scheduling or extended operating hours.

What do consumers want from health care?

You know you need to exceed consumers’ expectations—both to attract patients and to keep them loyal. But what exactly do consumers want? And what should you prioritize first? Check out this infographic to see results from three of our consumer choice surveys.

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